Target pulls the plug on its digital video service less than 18 months after launch
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- February 10th, 2015
Ultimately, Target wasn’t able to crack the code and it becomes the latest casualty in a crowded digital video space that’s starting to become a little less cramped: Verizon and Redbox shut down their joint Redbox Instant service last year; prior to that, Samsung called it quits and closed its Video and Media Hub, transferring purchases over to M-Go.
Why this matters: No matter what strategy companies employ, when there are too many competitors in any given field, the market adjusts itself, and it appears that’s what happened here. Given all the alternatives, this is probably a good thing for consumers, save for those who own content that isn’t UltraViolet ready and want nothing to do with CinemaNow.
The situation also underscores one of the scary side effects of digital media. UltraViolet provides a sort of safety net for situations like this, though it’s clearly not the same as owning physical media, in which the primary concern is technological obsolescence (think: HD-DVD).